the premium package by tim cain - incisive create ad effectiveness

AOP – The Premium PackageIncisive Media – Create 5th March 2013

Why Environment matters

the ‘quality’ of touch points are becoming more important,

particularly in an increasing cluttered advertising environment

It starts with Engagement

“the level of involvement, interaction, intimacy,

and influence an individual has with a brand over time”

The New Rules of Engagement

AOP Measures of ENGAGEMENT

Site engagement:(How audiences consume website

content)Dimensions determined by :-Reasons for visitingEmotional attachment

Actions taken on siteAttitudes towards site

Advertising engagement:

(How audiences react to advertising)

Drivers of advertising behaviour

determined by

Attitudes towards

advertising

Awareness of advertisingResponsiveness to

advertising

Brand perception

Premium content sites attract greater trust than portals and social networks

a positive effect on branding and response

Q14c. And how strongly do you agree or disagree that the following statements apply to <SITE>.Base: All accessing internet at least once a week/visited site twice in last month (1340)

Of all sites that are perceived to have good

quality content, it is original content sites that

drive call to actions

Call to action by environment

Source: comScore Marketing Solutions“How strongly do you agree or disagree that the site shown and its content is trustworthy?

Source: comScore Marketing SolutionsHow strongly do you agree or disagree that you trust the advertisers and brands that appear on this site?”

Source: comScore Marketing Solutions

“How strongly do you agree or disagree that advertising on this site is relevant to you? How strongly do you agree or disagree with the statement, ‘I expect to see advertising of a higher quality on this site compared to other websites I use’?”

Source: comScore Marketing Solutions

Source: comScore Marketing Solutions

Source: comScore Marketing Solutions

“The brand advertising was for (brand) how strongly do you agree or disagree that you trust this brand?

How interested are you in learning more about the products and services provided by this brand or its competitors?”

Source: comScore Marketing Solutions

Source: comScore Marketing Solutions

Search term usage

Source: comScore Marketing Solutions

Search term usage Site Visitation

every 10 index points of trust = 4.7% lift in site visitation

Source: comScore Marketing Solutions

Tablets: High ad interaction on content rich sites

• of digital magazine readers noted or read a digital ad on their tablet or e-reader (GfK MRI Starch Digital Oct ‘12)

• of these

• interacted with the ad & 1:3 took each of the following actions:- touching or clicking the ad to expand it viewed multiple pages of a multi-page ad accessed a Web site through the ad watched a video or commercial viewed a gallery downloaded an app

52%

55%

Strength of VoiceThe unique value of content partnerships - AOP 2013

We asked people whether they associate a specific brand value with specific brands

Respondents are asked to indicate

YES or NO

What people consciously reason to be their opinion

We measure their response in

milliseconds

How strongly an opinion is held by

an individual

Implicit Research

Sample=334

Speed of response

% o

f agr

eem

ent

How brand scores change / improve over time

Best

Best

Sample=334

Speed of response

% o

f agr

eem

ent

Positive attributes

Best

Best

Competitor 1

Competitor 2

Competitor 3

Competitor 4

+18%+18%

Tim Cain@ukaop@timrcain

Thank-yous